Like the mythical unicorn, a unique selling proposition is that “special something” that sets you apart from your competition.

When it comes to designing a quality electrical contracting website, it may be hard to stand out from the crowd. Great design helps, but when you’re selling a service that many people don’t understand, a lot of technical jargon and in-depth information might not be the best way to go. This is particularly true when your customers are end users, non-technical, and just want someone who will offer them reliable, reasonably priced services.

Enter the USP, or Unique Selling Point. Like the mythical unicorn, it’s that “special something” that sets you apart from the competition, and when you’re selling electrical contracting or other home construction services to customers, it needs to be front and centre on your website.

What Is Your USP?

Business owners don’t always understand what their USP is, because it could be many things. If you offer 24 hour call-out services for emergencies, for example, that could be your USP. If your estimates are provided free of charge or you have an electrical design engineer on staff, either of those could be a USP.

Being the only local electrical company servicing a small town or an isolated community could be a USP, or you might be the only local company to offer a particular product, if you are a dealer for the brand.

Your USP is anything that sets your electrical contracting company apart from everyone else, and while some may be gimmicky, the best ones are based on genuine benefits that your customers can’t easily get anywhere else.

Think about everything in your process, products and expertise that you do better, faster or more reliably than the competition, and those could all qualify to be your USP. Don’t be tempted to make pricing your USP, though. Companies who compete on pricing alone tend to have a hard time staying competitive as newer, smaller, nimbler competitors enter the market.

Your USP On Your Website

Your USP should be clearly visible on your home page. Right under your logo, you can create tag line that states what makes you special. Or add it in the footer. Or both.

If you have a slideshow on your home page, you can mention several unique selling points that relate to visitors, or you could feature a video introducing your business, what you do, and what makes you special.

Don’t stop there, either. If you’re going to make your USP part of your brand, you can redesign your cover images on social media, and add it into the design. Consumers will start to equate your brand and your logo to the things that make your electrical contracting company special, so that even when they see your logo or hear your name, they immediately think of your major selling point.

Your USP, Your Customer’s Priorities

The other thing you need to remember when you decide which information to display as unique selling points on an electrical contracting website is that while they are about you, they need to appeal to your customers. Mentioning that you’re the oldest company in your city isn’t a USP! Telling people that you’ve been a trusted contractor to your community for 60 years is much more likely to get a response.

Be sure to frame your selling points, unique or otherwise, in terms of what your customers want and need. Consumers don’t buy features, they buy benefits. If you offer them what they need, when they need it, you will be their company of choice.

If you do all of this, then your electrical contractor USP can become a pivotal point in your marketing strategy, both online and off.